marketing strategies from the denver digital summit

All the Marketing Strategies from the

Denver Digital Summit

(Without The Travel Bill)By Heidi Haskell

The Denver Digital Summit Is:

A premier digital strategies forum

transforming the future of the digital commerce

ecosystem.

Topics include: Marketing, UX & Design, Search, Content, Mobile, and more.

Matt WallaertBehavioral Scientist, Microsoft

Closing Keynote• Focus on inhibiting pressures

(remove barriers)• If you focus on promoting pressures,

you’re competing with everyone else’s tail feathers.

• Every marketer should get inspiration from science fiction. It’s a world where inhibiting pressures are removed.

• The most successful companies are those who address the customer’s need to feel unique & part of a group.

• We need to break down the walls of UX & marketing to create a customer experience that markets well.

More Takeaways from Matt Wallaert

It’s important to remember your long term customers. Continue to find ways to surprise & delight them.

More takeaways from Matt Wallaert

Think of a world where everyone uses your product.

What needs to happen to make this true?

???

This imaginary world is where you find your natural partnerships that encourage people to use your product.

+ =

Example: Uber & Nightlife. Uber needs people to go out, so they partner with party spots. Leverage your own natural partnerships.

More takeaways from Matt Wallaert

Now, think of a world where nobody uses your product.

What needs to happen to make this true?.

This imaginary world should tell you who your competitors are.

Example: Uber’s competitor is Netflix. If you’re staying in, you don’t need a lift!

+ =

Christopher LesterVP of Sales, Emma Email Marketing

How our brains rule when & why we click

• Our brains love food, danger, sex, wide open spaces, faces, and buttons

• Buttons give you the opportunity to experiment with color psychology

• Our brains may love buttons because of the Von Restorff Effect. We scan for anything different.

• Images should either support your value proposition or direct the eye where you want to go

We used subliminal advertising in the 80’s & 90’s.

Ineffective Email Effective Email

Arnie KuennCEO, Vertical Measures

Content Marketing Strategies

• Best way to decrease expenses & increase revenue

• Produce 15 pieces content per month

• Interviews are great content for SEO

• Website should not take more than 2 seconds to load

• To speed up Google Indexing process, tweet it!

• Pinterest is becoming worth your time

Make sure to optimize all content!

Rohit BhargavaKeynote Speaker

Author & Founder, Influential Marketing Group

7 Trends of 2015

• Unperfection: Embrace your humanity

• Everyday Stardom: personalized experience for customer

• Branded Benevolence: Give back in unexpected ways

• Reluctant Marketer: Be Useful• Reverse Retail: fluid experience

in store & online• Experimedia: Launch & Share

social experiments• Create Glanceable Content

Dan TyreExecutive, Hubspot

Inbound Marketing

• Educate prospective customers to help solve their problems

• Smarketing is the new Sales & Marketing

• Diversify your content to bring in leads

Matt HertigCo-Founder, Alright Analytics

Marketing Analytics: Big Data

• We are often making decisions off of 1% of the data we have on customers

• Customer decision journey has become complex and our marketing data ecosystem has become fragmented

• Tools like Tableau & ChannelMix can help

Michael BarberFounder, Barber & Hewitt

Email Marketing

• Don’t mess up your email marketing because soon the inbox will be the cart

• Buttons must be at least 44px in diameter and fonts at least 15 px

• Tools: reallygoodemails.com, targeted.io, litmus, emailonacid

Rob HumphreyAccount Executive, LinkedInSocial Media Trends

Michael KingFounder & Digital Marketing Consultant,

iPullrank

Laura WilsonDirector of Digital Engagement & SocialMedia

Georgetown University

• Use Keywords on Social posts

• New panda algorithm update in next couple of weeks

• Use assisted conversion in Google analytics to tie social campaigns to spikes in traffic

• Use Pay With A Tweet in addition to collecting email for gated content

Chris BroganKeynote Speaker

Author, Journalist & Business Advisor; CEO of Owner Media Group

Value Velocity

• If you can’t tie analytics to revenue, who cares?

• In a world where we can buy anything from anyone, why buy from you? Tip: Help people to feel smart.

• Email marketing is not dead. Bad email marketing is dead.

• Value velocity – bring value to the customer faster – Food truck mentality – show them what they want to buy

Leela SrinivasanMarketing Leader, Open Table

Structuring Your Marketing Team

• In a marketing team there must be role clarity, specialization & ownership

• Play to strengths – give room & tools to grow

• Everyone picks 2 goals per month

Dan TyreExecutive, HubSpotThe Future of Content

Rebecca LiebVP, Content Marketing, Teradata Applications

Melissa Joy KongFormer Head of Consumer Content,

Eventbrite

• Get more creative with your KPI’s – shouldn’t just be a volume metric, should also include how it saves money

• Shadow a member of your

audience for a day to really understand them

• Create content, then share it multiple ways

Kecia BenvenutoContent Curator, Facebook

Cultivating Connection Through Brand Essence

• Create content according to 5 friend archetypes:– Uplifter– Teacher– Risk Taker– Challenger– Connector

• If you’re in someone’s social media stream, you better bring benefit & value

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